Also as to the cost, many big releases are offered with special pricing by big retailers like Frys and Amazon soon after release. I was able to get Iron Man for 24.99 from Amazon, ditto for most other Blu Rays I have bought. Some are even better deals such as the original Rambo (easily one of the 5 best action movies of all time) for 12.99 at Frys. I got Mad Men for just under 30 bucks too for the entire 1st season.
Some vendors do make the effort to make Blu Ray a good value, some don't. I have a personal top price of 25 bucks for a movie after which I just won't buy it, I think that is more or less the norm which is why the prices have gone down to that level (not in retail prices but in the actual asking price at retailers) and not surprisingly sales have gone up. When all Blu Rays are 25 and down and players are 199 or less we will really see the format take off.
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